Thomson begins overhaul of Holidays Uncovered

TUI Travel is to begin overhauling travel review site Holidays Uncovered following its acquisition of the site in September 2007.


Travolution understands the first enhancements will be unveiled as early as next week as part of a series of improvements to the site.


TUI Travel’s technical team has spent the past six months working on matching and improving the existing database to new search engine optimisation techniques to improve its already impressive position in leading players such as Google and Yahoo!.


The first roll-out of work is expected to include almost 100,000 reviews of around 10,000 hotels around the world.


Users will also be able to add reviews of resorts to the site for the first time.


The initial development work is not likely to see any wholesale changes to the look and feel of the site although it is understood a wider redesign is planned.


Sources confirm that a “Google appliance” will be added in the next few weeks as well as the launch of a revamped keyword buying strategy.


Contrary to initial speculation following TUI’s purchase of the site, Thomson will not throw its brand onto the site as bosses are believed to be keen to retain its commercial independence and allow third parties to advertise against content.


This strategy will echo a similar policy adopted by Expedia’s after it acquired user review giant TripAdvisor in 2004.

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